About
The people behind Tribble
Sunil Rao founded Tribble in April 2023. Most of its leaders came from Salesforce.
Tribble makes software that answers RFPs, security questionnaires and sellers’ questions from what a company has already approved. Customers use Tribble Respond and Tribble Engage in the web app, Slack and Microsoft Teams.
How it started
At Salesforce, Sunil watched sales teams rewrite the same answers on every deal
Sunil Rao spent nearly eight years at Salesforce and rose to VP and General Manager of Consumer Goods. In that time he watched enterprise sales teams run hundreds of complex deals with no memory of the last one. The answer that won an RFP sat in somebody's folder, it left when they did, and nobody could say which proposals had actually won.
He founded Tribble in April 2023 to fix that. Tim Law joined as the first employee and has built the platform since.
- Founded
- April 2023, by Sunil Rao
- Products
- Tribble Respond for RFPs, DDQs and security questionnaires. Tribble Engage for seller questions, with Tribble Scribe for calls. Both draw on the Brain, the governed answer layer.
- Runs in
- The web app, Slack and Microsoft Teams
- Security
- SOC 2 Type II compliant. Customer data never trains shared AI models.
- Customers
- BrightSign, Clari, Rightway, Sprout Social, TaskUs and UiPath have published their stories
Leadership
Who runs Tribble
Sunil founded the company and Tim was its first employee. The others joined from Salesforce, HP, Bridg and UiPath.
Sunil Rao
CEO and Founder
Salesforce, VP and General Manager of Consumer Goods
Nearly eight years at Salesforce, rising to VP and General Manager of Consumer Goods. He watched sales teams run hundreds of complex deals with no record of what had worked, and founded Tribble in April 2023 to give them one.
Sunil on LinkedIn
Steve Dietch
Chief Revenue Officer
CRO at Bridg, VP at HP, Booz Allen
More than 25 years running revenue teams, from divisions of HP to early-stage startups. He led revenue at Bridg through its acquisition by Cardlytics.
Steve on LinkedIn
Cesar Sanchez
COO
Customer success leader at Salesforce, early employee at Bridg
Built enterprise customer success teams at Salesforce. At Tribble he runs operations.
Cesar on LinkedIn
Tim Law
CTO
Innovation and R&D at Salesforce, University of Waterloo
Tribble's first employee. A decade as an enterprise technical consultant, then innovation and R&D at Salesforce headquarters. He has built the Tribble platform since the first day.
Tim on LinkedIn
Thomas Krawczyk
VP Marketing
Director, Data and AI Product Marketing, at Salesforce
Led positioning and launches for Salesforce's AI portfolio as generative AI arrived in enterprise software.
Thomas on LinkedIn
Ray Grady
GTM Strategy
SVP and COO of Salesforce B2B Commerce, CEO of Conexiom
More than 20 years building B2B software companies. He co-founded Acquity Group, which went public and was acquired by Accenture, and CloudCraze, which Salesforce acquired.
Ray on LinkedIn
Darshan Patel
Leads product
UiPath, through its IPO
Works directly with customer teams on what Tribble builds next. Before Tribble he was at UiPath through its IPO.
Darshan on LinkedIn
Ray Taylor
Director, Customer Success
Accenture, Toyota, then Director of Customer Success at Salesforce
Leads customer success at Tribble. He has spent 20 years in delivery and customer success, seven of them at Salesforce.
Ray on LinkedInCustomer success
Customers work with Ray Taylor's customer success team
Gabrielle Rahn leads the proposal function at Rightway. This is what she values in working with them.
Responsiveness at every turn, a team that meets expectations “if not exceed them,” and honesty about what’s possible now versus later: “not no, but maybe not yet.”
Customers
Six customers have published how they use Tribble
BrightSign, Clari, Rightway, Sprout Social, TaskUs and UiPath, each in their own words, with a link to the full story.
“I completed 90% of a 200-question RFP in just an hour, and it handles one-off technical questions from sales with incredible accuracy.”
Shaundra ToySales Engineer, Clari
“This year there have been a handful of opportunities that we have launched from our closed-lost play that is built into Tribble, a handful of which we either have already won or are in the process of winning here in the next two weeks.”
Ross SimsArea VP, Enterprise Sales, Sprout Social
“I tried Tribble last night and have been using it all day, it’s amazing.”
JR KellyEnablement Leader, UiPath
“I would have to figure out a way to build prompts… fractionally as intelligent as what Tribble gives me…”
Jeramie ParsonsVP Revenue Operations, TaskUs
“I put this in Tribble, and within like five minutes, I had a beautiful response.”
Sales manager, Rightwayas relayed by Gabrielle Rahn
“We want our teams to be out there efficient… free up a certain percentage of my team’s time and actually give them a tool that they will in fact use to make their meetings more efficient.”
Misty ChalkBusiness Stakeholder, BrightSign
What people ask about Tribble as a company
Who started it, who runs it, who uses it and what happens to your data.
Who founded Tribble?
Sunil Rao founded Tribble in April 2023. Before Tribble he spent nearly eight years at Salesforce, where he rose to VP and General Manager of Consumer Goods.
What does Tribble do?
Tribble answers RFPs, DDQs, security questionnaires and seller questions from the content a company has already approved. Tribble Respond handles proposals and questionnaires. Tribble Engage answers sellers in Slack and Microsoft Teams, and includes Tribble Scribe for calls. Both draw on the Brain, the governed answer layer, and every answer names the document it came from.
Who runs Tribble?
Sunil Rao is CEO and founder. Steve Dietch is Chief Revenue Officer, Cesar Sanchez is COO, Tim Law is CTO, Darshan Patel leads product, Thomas Krawczyk is VP Marketing, Ray Grady leads go-to-market strategy and Ray Taylor leads customer success.
Which companies use Tribble?
BrightSign, Clari, Rightway, Sprout Social, TaskUs and UiPath have published how they use Tribble. Each story is on the customer stories page, with the results each team reported.
Who do customers work with after they sign?
Ray Taylor's customer success team. Ray leads customer success at Tribble and was a Director of Customer Success at Salesforce.
How does Tribble handle customer data?
Tribble is SOC 2 Type II compliant. Customer data never trains shared AI models, and each connected source keeps the permissions it already had, so nobody sees a document they could not already open.
If you want to see Tribble
We can run it on a real RFP, yours or ours, in thirty minutes.
Book a demo